Ideia organized a free webinar on Electoral Campaign Fundraising on July 1st. The workshop was conducted by international speaker and expert Nancy Böcskör of George Washington University. During the event she was joined by Ideia CEO, Mauricio Moura who commented on campaign fundraising in Brazil in the context of newly enacted campaign financing laws. Guests learned electoral fundraising techniques and discussed Brazil’s upcoming electoral race 2016. Follow Ideia on the networks to stay on top of our events!

1. Tell Me a Story:
Using Storytellingto Fuel your Fundraising
N a n c y B o c s k o r !
n b o c s k o r @ g m a i l . c o m !
J U L Y
2 0 1 6

2. "There are two things that
are important in politics.
!
The first is money, and I
can't remember what the
second one is.”!
Mark Hanna
Campaign Strategist & Adviser
William McKinley’s Presidential
Campaign, 1896

3. You can’t save
the world
if you can’t pay
the rent

4. There isn’t a money tree.

5. Y O U H A V E T O P L A N T T H E S E E D S : !

6. Persistence
is the answer, and a sense of humor helps.!
!
!
Q U E N T I N L . C O O K

7. F U N D R A I S I N G !
F O U N D A T I O N = !

8. Takes years to build, seconds to break and
forever to repair!
T R U S T !
!

9. T R A N S P A R E N C Y !

10. G I V I N G !
& !
T I T H I N G !
!

11. F u n d r a i s i n g S u c c e s s =
R e p r e s e n t a t i o n o f R e l a t i o n s h i p
It’s all about relationships

12. F i r s t S t e p :
Collect Lists
Who do you know?

13. People are twice
as likely to do
something if
they’re asked by a
friend
REMEMBER:

14. S e c o n d S t e p :
Create a Finance Team

15. Hyatt Regency Heiress
Penny Pritzker served as
Barack Obama’s National
Finance Chair in 2008.!
!
Why did she agree to take
on this role?!
Pop Quiz
Hint: “All fundraising is still
personal”

16. T h i r d S t e p :
Fundraising Events & Home
Parties

17. “Storytelling is the fiber of !
relationship building”!
ASK QUESTIONS
Jerold Panas!
“Maniac-in-Chief, New Ideas”!
Institute for Charitable Giving!

18. And what it has to
do with Brain
Science
The Earl of Sandwich. !
Card Playing. !
!

19. “Stories make us
more alive,
more human,
more courageous,
more loving.”
Madeleine L’Engle

20. “A good story cannot be
devised; it has to be
distilled”
Raymond Chandler

21. “Presenting Data” doesn’t equate to
“Good Storytelling”
Tell me a story

22. S o W h a t i s a G o o d S t o r y ? !
A good story has
engaging
characters
The challenge
is
believable
There are hurdles
to overcome
Outcome or
prognosis is
clear.

23. Five Steps to
Good Storytelling
• Find the story first by exploring your data
• Determine what you want people to do as a result
• Write out the “story board” for your audience
*adapted from Tableau Software
Step One: Use a Story Structure

24. Be Authentic…Your Story
Will Flow
• Make it personal, make it emotional
• Start with a metaphor or anecdote
• Develop with data: authenticity is rooted in facts and facts are
rooted in data
Step 2

25. Be Visual
• Use pictures, graphs and
charts when possible
• Design for instant readability
Step 3

26. Make it Easy for
your Audience
• Telling a story should be simple and
direct. Recall and action will be that
much stronger.
• Stick to 2-3 key issues & how they
relate to your audience
• No “hoop jumping”
Step 4

27. Invite and Direct Discussion
• Focus on highlighting what the audience needs!
• Highlight key facts that relate to the story!
• Extend the story parameters into questions!
• Invite them to continue the discussion!
Step 5

28. There is a
super hero in all
of us, we just need
the courage to
put on the cape.

29. Steps to “Superhero”
from Stan Lee, Marvel Comics

30. How to Weave a Great Story?
Create a “Page-Turner”
1 A good guy (or girl) trying to do something!
!
2 Facing insurmountable odds!
!
3 Who keeps getting in trouble in his/her quest!
!
4 So the reader keeps wondering, “How’s he/she going
to get out of this one?!
!
5 Until after a lot of suffering along the way, there’s a!
victory of sorts!

31. Harry
Winston

32. F u n d r a i s i n g L e a d e r s h i p M o d e l !
Listen: ask questions & develop appreciative understanding!
!
Learn: process what you have heard, remember it & learn from it !
!
Help: be the catalyst in getting something done !
!
Lead: once you have listened, learned & begun to help people, !
you will almost inevitably be asked to lead them !

33. Personal
Solicitation
Big Donors
=
Big Egos!
Direct Response:
-Direct Mail
-Telemarketing
Low-Dollar
Donors
Fundraising
Events
Mid-Dollar
Donors

34. Big
Donors
ACCESS
Low-Dollar
Donors
ISSUE
Mid-Dollar
Donors
SOCIAL

35. Lessons Learned
• Give every potential donor – no matter how big or small – the
opportunity to “invest” in your campaign!
• The little old lady who gives you a $1 in a direct mail piece will be the
first to vote for you on Election Day!
• What makes Democracies great: the little old lady and Mr. Big each
have ONE vote on Election Day!
• In fundraising: “All politics is still personal”!

36. Your First
Impression
What do Dale Carnegie and!
Uno the Beagle have in common?!
!

37. Per sonal Solicitation:
Making the “ A s k ”
Your script should include:
• Warm greeting (be glad to be there!)
• Small talk (make a personal connection)
• Sales pitch (why they need to give)
• Close the deal (ask for a specific amount)

38.
God gave us two
ears and one
mouth for a
reason.

39. The biggest
communication
problem is we do
not listen to
understand. We
listen to reply.

40. Replace
“cold calling”
with“warm
communication”
Your ability to make personal,
emotional connections with potential
donors can move them from concern
to passion to cash!

42. Katarina and her
$600 rug

43. Your heart is closer to
your wallet than your
head

44. “Story allows our imperfections to be set in
a context that shows we are still good
people”
Annette Simmons!

45. “The world is shaped by two things –
stories told and the memories they leave
behind.”
Vera Nazarian!

46. W h y S h o u l d I T e l l Y o u !
a S t o r y ? !
Research shows that
listeners will remember
65 – 70% of the
information shared
through a story…
...But only 5 – 10% of
listeners will remember
information conveyed by
facts and figures!

47. What is your
story?

48. Finally: !
Say “Thank You”!
!
It’s the #1 reason
donors stop giving!

49. For more
stories or
information:
Nancy Bocskor!
nbocskor@gmail.com!
www.NancyBocskor.com!
!

50. T H A N K Y O U !
contato@ideiainteligencia.com.br
youtube.com/inteligenciaideia
linkedin.com/company/ideia-inteligência
www.ideiainteligencia.com.br